베트남 로컬 커피전문점의 서비스스케이프와 서비스 품질이 만족도와 충성도에 미치는 영향에 관한 실증연구

Abstract

Purpose: Recently, as the qualified life of people improves according to the trend, various demands are created. The coffee shop was originally a shop that sold coffee. It has been developed in modern society in various forms and can satisfy the diversified demand of people. In the same way, as in the Vietnamese market, there are many new types of coffee stores in the era of globalization. However, Vietnamese local coffee shops could hold the top positions in the competition even though global franchise coffee shops had actively entered. Thus, this study investigated how the servicescape and the Vietnamese local coffee shop's service quality impact customer satisfaction and loyalty. Research design, data, and methodology: This study verifies the hypothesis using the PLS-SEM (partial least square structural equation method) to confirm the effects of Vietnam's local coffee shop's servicescape and service quality on customer attitude, satisfaction, and loyalty. We conducted a survey distributing to people who have visited Vietnam and collected valid 531 responses. Results: Among the servicescape factors of local coffee shops in Vietnam, comfort little affects the attitude of customers; accessibility had a significant impact on customer attitudes. We found that both service quality responsiveness and empathy of local coffee shops in Vietnam influence customers' attitudes and that attitude of the Vietnamese local coffee shop to the servicescape affects the satisfaction and attitude toward service quality. Implications: The implications of this study are as follows. For better services to obtain consumer empathy, the role of employees is enormous. As shown in the analysis results, localization strategies are needed when entering the Vietnamese coffee market because responsiveness and empathy in service quality play an important role. It would be effective to create a system to educate employees appropriately in the local area and recruit talented personnel in hiring coffee shops.